Helvetica essentially takes any word or phrase and pressure-washes it into sterility. I love it. So does Panasonic, BASF, Bayer, American Airlines, PanAm, Lufthansa, BellSouth, Hapag-Lloyd and any number of other firms that use it for their logos and as their house font.

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I had one little side room we called “the pi room,” because on its walls were 53,000 digits of pi, done in pale green on black, a “Matrix” homage. But a very funny thing happened once it was up — people would go into the pi room, and their brains would become quiet, and they would emerge relaxed — to the point where if someone was getting stressed about the installation deadline, we’d say, “Go stand in the pi room.”